Consumer Behavior Towards Big Bazaar

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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY

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Management Thesis – 1 | 3rd Semester

COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY

CERTIFICATE

It is certified that the work contained in the thesis entitled “A COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR AND OTHER RETAIL COMPANY" By Rajesh Kumar has been carried out under my supervision and that this work has not been submitted elsewhere for a degree.

Dr. Kausik Dutta (Department of Marketing) ICFAI University, Jharkhand.

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Management Thesis – 1 | 3rd Semester

COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY

ABSTRACT

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Management Thesis – 1 | 3rd Semester

Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However, the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India.

COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY

ACKNOWLEDGEMENT

The thesis what I have presented is not the made outcome of my labor alone. There are dozens of hands buttressed me all through the programme it doesn’t go without thanking all of those who constantly keep me on the move. I would like to give heartily thanks to ICFAI University, Jharkhand who have given us an opportunity to learn something practical apart from books by including the inplant training in our MBA Programme. I express my gratitude to Faculty Guide Dr. Kausik Dutta who has supported me to complete this thesis. I would like to express my most sincere thanks and gratitude to External guide Mr. Somen Banerjee (HR Manager, BIG BAZAAR) who have given a good support to grab the external exposure and to complete a thesis in Big Bazaar. I give my sincere token of thanks to all my faculties, relatives and friends who have gathered me the wisdom of knowledge. This work is dedicated to my parents who have supported me throughout my study.

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Management Thesis – 1 | 3rd Semester

COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY

TABLE OF CONTENTS
TABLE OF CO 1. BASIC OF MARKETING 2. INTRODUCTION TO RETAIL ION 3. RETAILING INDUSTRY IN INDIA 4. SHOPPER INTELLIGENCE 5. CURRENT TRENDS AND CHALLENGES 6. COMPANY PROFILE …………….. …………….. …………….. …………….. …………….. …………….. Page 6 Page 21 Page 28 Page 29 Page 33 Page 35 Page 39 Page 40 Page 42 Page 43 Page44 Page44 Page44 Page45 Management Thesis – 1 | 3rd Semester

7. BIG BAZAAR :...
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